Word: mouth-feel
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...material for leisure suits, SPE looks and tastes like vegetable oil but passes through the body without entering the bloodstream. Research at the University of Cincinnati appears to show that it can reduce a person's existing cholesterol levels. It supposedly satisfies what market researchers call the "mouth-feel" requirement that eludes so many yucky-tasting diet-oriented products. P&G, which has tested olestra on more than 1,800 people in the past 15 years, contends that foodstuffs containing it are as flavorful as those with the cholesterol-laden oils dear to so many American hearts, though perhaps...